The breadth of Signet's SKU mix meant a clear category structure and information architecture was required to showcase the full Signet range.
The Overdose. SEO team worked alongside Signet to understand the product range and priorities for the business to deliver a comprehensive information architecture, which was translated in the design phase to a clear website navigation structure.
Signet often has multiple customers attached to one account, each with different permissions and roles.
The ‘my account’ design and order flow required the ability to switch between users within the account for administrators, with a different order, edit and approval permissions.
With multiple pricing groups, including contracted and sale pricing, the pricing display and execution for logged in customers were cumbersome.
Overdose. designed different displays for each pricing type, and a pricing hierarchy was mapped to ensure the correct pricing display for each customer group.
Signet had a legacy B2B checkout flow, which required an extensive signup process for new customers.
A simplified checkout option was added to allow fast guest checkout on Adobe Commerce, with the provision to create a B2B account with automated ABN lookup and credit approval workflows.